Provinciale Statenverkiezingen 2023

How do political campaigns target voters?

Methodology

In collaboration with Who Targets Me, we monitored over 900 Dutch political advertisers during the 2023 Provinciale Statenverkiezingen (Senate elections) to better understand how campaigns use different targeting methods made available by Meta. To do this, we used data from the Meta Ad Library, using the new ‘Audience’ data which gives some detail on how pages target their ads.

To better understand the regional election, we kept only advertisers who:

  1. Advertised in the last 7 days (19th February - 25 February 2023)
  2. Advertised in the last 30 days (27th January - 25 February 2023)

Note: Meta only provides 7, 30 and 90 days windows for the targeting data in their Ad Library. Meta’s data also lags by a few days. We will update this report as soon as new data is available.

Topline Statistics

27th January - 25 February 2023 (Last 30 days)

Number of Advertisers Top Spenders Number of Ads Total Spend

SP

8


1. SP (€30,788)
2. Lilian Marijnissen (€3,120)
3. SP Jongeren (€217)

244

€34,661

PvdA

18


1. Partij van de Arbeid (PvdA) (€21,150)
2. PvdA Noord Holland (€3,072)
3. PvdA Provincie Utrecht (€1,589)

243

€30,395

GroenLinks

5


1. GroenLinks (€13,257)
2. GroenLinks Brabant (€100)
3. GroenLinks Renkum (€100)

54

€13,657

VVD

20


1. VVD (€5,609)
2. VVD Flevoland (€2,238)
3. VVD Drenthe (€536)

139

€10,815

FvD

3


1. Forum voor Democratie -FVD (€7,049)
2. Forum voor Democratie Zeeland (€100)
3. Wybren van Haga (€100)

8

€7,249

CDA

9


1. CDA (€5,372)
2. CDA Zeeland (€251)
3. CDA Drents Overijsselse Delta (€100)

42

€6,323

PVV

6


1. Geert Wilders (€3,153)
2. PVV Enschede (€196)
3. PVV Den Bosch (€148)

25

€3,838

Volt Nederland

1


1. Volt Nederland (€3,030)

207

€3,030

Ja21

1


1. Ja21 (€2,551)

200

€2,551

PvdD

9


1. Partij voor de Dieren (€436)
2. Partij voor de Dieren Rijnland (€280)
3. Partij voor de Dieren Groningen (€250)

117

€1,665

DENK

2


1. DENK (€1,516)
2. Mahmut Sungur DENK (€100)

222

€1,616

50PLUS

4


1. 50PLUSpartij (€810)
2. 50PLUS-Overijssel (€441)
3. 50plus Zuid-Holland (€100)

29

€1,451

ChristenUnie

8


1. ChristenUnie Noord-Holland (€391)
2. ChristenUnie Flevoland (€250)
3. ChristenUnie Fryslân (€233)

96

€1,374

D66

3


1. D66 (€800)
2. Wouter Versluijs (€100)
3. D66 Bloemendaal (€100)

65

€1,000

SGP

2


1. SGP provincie Gelderland (€594)
2. SGP Tholen (€100)

12

€694

BVNL

1


1. Belang van Nederland - BVNL (€599)

18

€599

Alliantie

2


1. Henriette van Hedel - Alliantie (€291)
2. Alliantie (€100)

13

€391

19th February - 25 February 2023 (Last 7 days)

Number of Advertisers Top Spenders Number of Ads Total Spend

SP

4


1. SP (€14,826)
2. Lilian Marijnissen (€542)
3. SP Amsterdam (€100)

121

€15,568

GroenLinks

3


1. GroenLinks (€12,132)
2. GroenLinks Brabant (€100)
3. GroenLinks Limburg (€100)

49

€12,332

PvdA

12


1. Partij van de Arbeid (PvdA) (€2,312)
2. PvdA Zuid-Holland (€1,029)
3. PvdA Limburg (€723)

106

€5,792

VVD

14


1. VVD (€1,552)
2. VVD Flevoland (€547)
3. VVD Drenthe (€195)

90

€3,413

Volt Nederland

1


1. Volt Nederland (€3,030)

207

€3,030

PVV

6


1. Geert Wilders (€1,686)
2. PVV Enschede (€150)
3. PVV Hengelo (€100)

19

€2,236

Ja21

1


1. Ja21 (€1,541)

193

€1,541

CDA

5


1. CDA (€1,035)
2. CDA Zeeland (€188)
3. CDA Drents Overijsselse Delta (€100)

24

€1,523

ChristenUnie

8


1. ChristenUnie Noord-Holland (€296)
2. ChristenUnie Flevoland (€229)
3. ChristenUnie Fryslân (€156)

88

€1,181

PvdD

8


1. Partij voor de Dieren Rijnland (€280)
2. Partij voor de Dieren (€132)
3. Partij voor de Dieren Groningen (€100)

109

€1,012

D66

2


1. D66 (€800)
2. Wouter Versluijs (€100)

64

€900

50PLUS

4


1. 50PLUSpartij (€384)
2. 50PLUS-Overijssel (€126)
3. 50plus Zuid-Holland (€100)

24

€710

DENK

2


1. DENK (€554)
2. Mahmut Sungur DENK (€100)

165

€654

BVNL

1


1. Belang van Nederland - BVNL (€479)

18

€479

SGP

2


1. SGP provincie Gelderland (€354)
2. SGP Tholen (€100)

11

€454

Alliantie

1


1. Henriette van Hedel - Alliantie (€291)

10

€291

FvD

1


1. Forum voor Democratie Zeeland (€100)

1

€100

Spending per Targeting Criteria

How much did campaigns spend on different targeting methods?

27th January - 25 February 2023 (Last 30 days)

19th February - 25 February 2023 (Last 7 days)

Top Targeted Audiences

Here, we show the top targeted audiences for each party (ranked by amount of Euro spend). Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”.

27th January - 25 February 2023 (Last 30 days)

19th February - 25 February 2023 (Last 7 days)

Top Contested Audiences

Here, we show the top most contested audiences, i.e. where all parties have spent considerable amounts of money competing to reach voters with the same interests. Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”.

27th January - 25 February 2023 (Last 30 days)

19th February - 25 February 2023 (Last 7 days)

Age Targeting

27th January - 25 February 2023 (Last 30 days)

19th February - 25 February 2023 (Last 7 days)

Gender Targeting

27th January - 25 February 2023 (Last 30 days)

19th February - 25 February 2023 (Last 7 days)

Education Targeting

27th January - 25 February 2023 (Last 30 days)

19th February - 25 February 2023 (Last 7 days)

Job Targeting

27th January - 25 February 2023 (Last 30 days)

19th February - 25 February 2023 (Last 7 days)